A series of operating changes are afoot at Retama Park as the race track is scheduled to emerge from bankruptcy next week.

Robert W. Pollock has been named the track's new general manager after having served as acting general manager since Jan. 1. The race track also is bringing its food and beverage operations in-house and has named Howard B. Urick its new director of food and beverage operations.

In addition, Retama officials have named San Antonio's Taylor West Advertising as its new ad agency of record. Taylor West officials say they plan to spend $1 million over the next year for a new multimedia advertising campaign for the track.

"A lot of things are happening rather fast around here," says Keith Kleine, director of marketing for Retama. "We know we are under the gun on certain things. But this is an opportune time to get everything rolling."

The announcements come on the eve of Retama -- located on Interstate Highway 35 in Selma -- emerging from bankruptcy. Retama officials filed for protection under Chapter 9 of the U.S. Bankruptcy Code in March 1996. Chapter 9 is traditionally used for agriculture-related businesses. A judge approved the track's reorganization plan last month. Since that time, the details of the plan have been finalized.

Kleine says a formal announcement about the track's emergence from bankruptcy is expected next week.

Retama first opened its doors for business in 1995. The park is scheduled to open its third season of live racing on May 9.

Pollock joined Retama's management team in the track's first year as a racing steward, which charged him with interpreting and enforcing the track's racing rules. He also has worked at tracks in South Dakota and Nebraska over his 28-year career in the horse-racing industry.

As acting general manager, Pollock oversaw the opening of Retama's training center in December. The center currently has about 300 horses and provides instruction in all facets of horse racing, including riding and training.

Joe R. Straus Jr., chairman of Retama, says the success of the training center and Pollock's other experience with the track contributed to the decision to name him general manager.

"We feel very comfortable with (Pollock) here," he says. "He knows the players, and he knows what has to be done."

Pollock says being named general manager is another step up for him in his racing career.

"The reason I took this job is the opportunity," he says. "I've been in racing my whole life. This is something I think I can do."

Pollock's hiring as general manager coincides with Retama bringing its food and beverage service in-house and naming Urick to oversee the operation. Straus says Retama now will be able to better provide customers with new products and lower prices. Grande Catering of Austin provided the track's food and beverage service for the past two years, he says.

"It was our intent to start the track with having (food and beverage service) in-house," Straus says. "You can control your product, pricing and presentation so much better when you control it yourself. But we didn't have the luxury of doing that in our first several years."

Among the changes customers will notice this year at Retama are more fresh baked goods and a wider variety of fresh seafood. In addition, prices of the available foods will be lower, Urick says.

"We are not talking about nickels and dimes," he says. "These will be substantial price decreases."

Urick has more than 23 years of experience in the food and beverage industry. In the early 1970s, he was manager of the Stockman Restaurant on the River Walk. He later worked for ARA Leisure Services Inc. -- now known as Aramark -- and was division manager for the New York Racing Association. In that role, he oversaw the operations and administration for all dining operations at Aqueduct, Belmont Park and Saratoga racetracks.

In 1992, Urick returned to San Antonio and opened HB's restaurant downtown.

"We want to upgrade (Retama's) facilities and menus," Urick says. "But people eat with their eyes. Presentation also is a major part of what we are talking about."

Urick adds that he also plans to develop an employee education program with Retama's wait staff so they can better educate patrons about the racetrack, wagering and handicapping.

Retama also plans to unveil a new advertising campaign this season to be developed by Taylor West. Bill West, president of Taylor West, says the new television ads should begin airing in mid-April. The one-year advertising campaign will include television, print, radio and outdoor advertising.

Taylor West will be joined on the Retama account by Helen Thompson Media and KG Brickman Public Relations. Kleine says Retama's advertising account was held by The Thompson Agency in 1995, but the track did its own advertising work last year.

He says Retama officials view 1997 as a "building" year.

"That's the focus. Last year was a surviving year, and we did survive. This year, we don't think things will be tremendous, but we are looking to build on it."

West says his agency bid on the Retama account in part because of the importance of Retama to San Antonio.

"It would be unfortunate for San Antonio and this community if an effort such as Retama were not to succeed," he says. "It would compare to the Spurs not succeeding in San Antonio and moving away."

Retama's 36-day schedule of mixed quarter horse and thoroughbred racing this season runs until July 6. Only thoroughbreds then will be featured over a 65-day schedule from Aug. 2 to Nov. 22.